The finished campaign achieved a 10% increase in job applications across key markets and quickly became one of Centrinex’s most recognized recruitment pieces. It successfully repositioned the company’s brand tone — focused, modern, and aspirational — and was praised internally for its visual polish and authenticity.
Result
The campaign was filmed entirely at the Kansas City Current’s practice field, using natural light and movement to mirror AD’s energy and determination. Her performance grounded the message in real discipline and teamwork — qualities Centrinex wanted to embody as an employer.
In post-production, I shaped pacing and visual rhythm to emphasize drive and confidence, stripping away anything that felt overly corporate or staged.
Process
I collaborated closely with a production partner to rework the creative around Adrianna Nichole “AD” Franch — professional goalkeeper for Birmingham City, former Kansas City Current and Portland Thorns FC player, two-time NWSL Goalkeeper of the Year, and member of the U.S. Women’s National Team.
I advised against additional scripted office scenes, reducing the campaign to a single, high-impact location: the Current’s training field. This kept production focused and attainable while allowing AD’s authenticity and presence to carry the entire narrative. My role included on-set collaboration, editorial direction, and post-production — cutting, color, and sound — to ensure the final spots felt cohesive and emotionally strong.
Approach
Challenge
Centrinex needed a recruitment campaign that would attract new talent and elevate its reputation as a modern, values-driven employer. The initial creative concept included multiple locations and scripted “in-office” scenes, but those ideas weren’t realistic within the production timeline and would have compromised authenticity. The challenge was to streamline the story and focus the message into something achievable and impactful.
Centrinex — Recruitment Video Campaign
A regional recruitment campaign featuring professional soccer player AD Franch — crafted to elevate Centrinex’s employer brand through the lens of determination, teamwork, and purpose.
Director / Editor / Creative Producer